Paddy Power are well versed in the business of controversy.
In 2015, during the Calais migrant crisis, the bookmakers sent over a lorry imploring those who are good at sport to jump in. A condemnation of an English sporting tendency to celebrate certain migrants, it was nonetheless rooted in its marketing capabilities.
Well, last night, some 138 years after her reported sighting in Co. Mayo, Paddy Power have decided to create an apparition of their own on the front-facing facade of Knock's Basilica; the Mother of Christ was projected holding the Sam Maguire aloft.
Standing some 70 ft high, the Virgin Mary may well be the answer to the Donaghy question facing Mayo this Sunday.
It's unsure if she carried out her winner's speech with the usual cúpla focail thrown in - to what extent her gratitude stretched is similarly unclear. Surely the Angel Gabriel's role in her development cannot have gone unmentioned.
In an apparent effort to 'inspire Stephen Rochford's men to victory at the weekend', a spokesperson for Paddy Power suggested:
Mayo’s problems on the pitch seem to stem from the church so the Virgin Mary’s reappearance in the county might be just what this team needs to pop its All-Ireland cherry.
As far as I’m aware Jesus’ mammy has never appeared in Dublin, Tyrone or Kerry so she’s definitely rooting for the Green and Red.
The general reaction to the stunt has been fairly mixed so far.
There will be absolute jihad over this
— Ah Ref! (@RefComeOn) August 18, 2017
@MWRSport better install a second phone line today. For Complaints....😂 @PCarey85 @KevRow1 @GJ_Gallagher @AcareyKevin
— Andrew Murphy (@amurphy1990) August 18, 2017
We feel you are best advised tuning into Liveline this afternoon. It may get heated.
